Betterment

A peek into fintech app Betterment’s nimble growth marketing strategy amid tariffs turbluence, with CMO Kim Rosenblum.

Betterment, an investment and financial services app that competes with Robinhood, has typically focused its digital advertising efforts on the bottom of the marketing funnel, including search and social. But spurred by the meme-stock-driven rise of retail investing, the company decided to change up its tactics and pursue a brand awareness campaign centered on digital out-of-home (DOOH).